How do you win during the moment when a buyer first uses your product or service? The obvious answer is that your products and/or services must deliver what was promised. Your products and/or services need to meet or exceed your customers' needs and expectations.
Do consumers purchase again the same product they previously purchased that was defective in some manner?
I doubt it.
Would they hire the same company they previously hired that performed shoddy work for them?
I doubt it.
Auto repair shops are a prime example of companies that have a hard time delivering on service promised. The general case for most individuals is that it takes some time looking to find that "trusted" mechanic, and I am no exception to that rule.
My experience with repairs from one company left me uncomfortable about ever using them again. After using their services to replace belts on my car, I took it on the highway, only to have it stall out and put me in a dangerous situation. The next day I found out that the malfunction was due to the belts being replaced incorrectly.
Wise consumers do their own research prior to making major purchases. If I had seen an advertisement from the second company, and investigated further, seeing glowing reviews or testimonials, perhaps I would have made a different purchase. But the truth was, I didn't realize how bad the first company was, and I wished I had done some research.
It's a fact: if you want repeat customers, your products and/or services must deliver on your promises.
But let's step back a moment. If you are not effectively advertising your products and/or services, how will a customer know that you even exist? If your products and/or services are superior to your competitors' why wouldn't you advertise to promote your company and get your message in front of your prospects?
Your prospects, at some point, will realize they have a need for a product you have. You do not know when this need will arise, but you can help yourself by being there when it happens. Effective advertising before contact will accomplish this goal for you as well as help your prospects realize their need.
Paperitalo Publications can help get your company's message in front of your audience. We have been told by clients that they have made sales that could have come only from advertising through our media. To gain customers and stand apart from your competitors, an effective advertising campaign is essential.
Frederick Reichheld of Bain & Company claims that a 5% increase in retention rate can increase customer lifetime value by as much as 75%. The reason for this is that advertising can help you differentiate yourself from the competition, reaffirm the need for your products, and maintain contact.
The first contact is the most important moment of a sale. According to InsideSales.com, 50% of sales go to the first salesperson to make contact. This initial contact is much easier if your prospect has already heard of you. There is also the possibility that this prospect will contact you first and initiate that important first step.
After you have made the sale, your goal should be to verify the promises made for your product. Be sure that your products and/or services win during the moment of use.
Curt Gifford is Sales Manager of Paperitalo Publications. He can be reached by email at cgifford@taii.com.
For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
